It may be hard to believe that the holiday season is almost upon us, but it is time to think about the perfect gifts! Many companies seize this opportunities to show appreciation to their customers by gifting them with unique, high-quality edibles that will undoubtedly leave a lasting impression. Often, these gifts are retail-inspired and feature gorgeous, one-of-a-kind packaging. Chocolates, candies, pretzels, and popcorn are just a few examples of delectable holiday presents.
This year, the industry is trending away from being product-centric and looking more for “the experience,” Margaret Dengler at Midnite Snax reports. “The promotional products industry is trending away from being product-centric and looking more for ‘the experience,’” she explains. “The product as a ‘leave behind’ is no longer what drives buyers in our market. Distributors and end users are looking for something that will create memories as opposed to something to sit on their desk holding paperclips.
“Food is and always has been—among other things—an experience,” she continues. “Whether it's a sweet snack at work to counter the afternoon doldrums, or a do-it-yourself chocolate pretzel making kit, there is meaning beyond the commodity, creating tangible memories.”’ She says that demand has been consistent for the company’s products.
Chocolate Chocolate’s Steve Thompson agrees that clients are becoming increasingly particular about what and how they spend in client gifting. “Food remains a ‘safe haven’ for those gifting in most companies,” he comments. “Branding remains a high concern so the experience can be easily linked back to the gifter.”
Over at Webb Collection, Jake Peterson sees two different trends in this category. “Our customers are asking for more unique packaging options as well as requesting more information on which options are dairy-free, gluten-free, and allergy-free,” he notes. “The end consumers want to know they can get a quality product in an attractive container. We have been seeing more and more requests come in since Labor Day. We anticipate seeing some nice growth in this category this year.”
A considerable increase in the request for high end packaging is also on the rise at Chocolate Inn | Lanco, according to Nick Caputi. “Our customers want premium food options (which we are known for) paired with a gift box or set that gives the impression that it just left a retailer’s showcase,” he comments. “This year—more than ever—we have been focused on combining our mouth-watering chocolates and candies with other high-end items from our broad product line.” He adds that demand has been “simply tremendous.”
Tom Riordan at Maple Ridge Farms says that although the company’s cheese packages, hams, and turkeys are extremely popular, its largest selling category is gourmet gift towers. “Towers are very popular because they are so easy to share within an office setting,” he affirms. He adds that Maple Ridge is running over 20% ahead of last year. “We have not had to put in place any ‘tariff-based’ price increases because over 97% of our products are made in the United States. Distributors are liking that!”
Suppliers are excited to share both new and best-selling delicious offerings. This year, Chocolate Chocolate is offering different flavored borders on its chocolate assortments: Cookies and Cream and Peppermint to its Milk and Dark chocolate line up, Thompson says.
Midnite Snax has rolled out many new and exciting items in its 2019 Holiday Gifts Catalog. “We have added many new SKUs to our current robust holiday line,” Dengler comments. “Additionally, this season are both releasing a new indulgent line as well as exclusively marketing and distributing Dylan's Candy Bar Corporate Gifts.”
Peterson at Webb Collection reports the company’s full-color capabilities are constantly expanding to offer digital imprints on more of its packaging options. “Traditionally, we have seen nice sales with our tins,” he says. “Offering different sizes, different fill options, and different stock designs have proven to be great enhancements to the line. Our bento box packaging with your choice of different, custom sets are also a popular selling item since you can pick and choose which fills you want for each container. This allows for varying price points depending budgets requirements.”
Maple Ridge Farms’ new offerings include an assortment of gifts in the $15 (C) range that Riordan says is “practically flying out of here.” Items include Sea Salt Almond Turtles, Chocolate Sea Salt Caramels, English Butter Toffee, and Chocolate Elegance. Gift boxes are foil stamped with an array of colors and tied with a matching satin ribbon. The company is also offering a wooden barrel cup packed with gourmet treats that is creating a great deal of excitement. The barrel can be filled with either Barrel-aged Bourbon Cordials (alcohol-free), fresh-roasted Extra Fancy Jumbo Cashews, or Chocolate Covered Almonds. A logo or promotional message is printed on the front of the cup.
Chocolate Inn | Lanco has introduced new gifts sets this holiday season, which combines facets of the company’s entire product line—from edibles to drinkware and now apparel. “Our most popular new item is our Godiva Snuggle Gift Set which features premium Godiva Gems with a deluxe soft-touch blanket and two stemless wine tumblers,” Caputi says. Its traditional best seller is the Sea Salt Caramel Gift Box. “These coveted treats come in a retail-inspired box, which adds additional value to an already high-end product,” he adds.
Fortunately, delicious edibles appeal to everyone. “Selling our custom branded chocolate gifts to business owners for their clients is an exceptional experience,” Thompson at Chocolate Chocolate states. “From the artwork and the packaging to the 100% Belgian Chocolate that contains no wax or fillers.” Chocolate Inn | Lanco’s Caputi agrees that selling a quality product is of the utmost importance, especially during the holiday season.
Being proactive is vital, asserts Riordan of Maple Ridge Farms. “Customers think of distributors for promotional products, not food gifts,” he muses. “They immediately think of companies like Harry & David, Hickory Farms, Mrs. Fields, and the other giant food gift companies. If you want their business, and you should (businesses spend $7.2 billion on food gifts with and average order of $2,500 (C)), you need to be proactive and explain to them that you are their best source for food gift programs. Don't wait for them to contact you, because they won't.”
Webb Collection’s Peterson recommends distributors talk about the variety of fill options that are available—anything from mints, M&Ms, chocolates, truffles, trail mixes, and nuts. “You will be sure to find an option or options that will make everyone happy and be within budget,” he shares.
“The best way to sell food as a promotional item is to remind the end user that food appeals to all of our senses and leaves a lasting impression,” Dengler of Midnite Snax concludes. “The memory of how good the food tasted will last way after it is gone. Additionally, we have worked diligently to create many products that mirror what is lining the retail shelves. In an industry where we are all about perceived value, following the retail trends is always beneficial.”
Case Study
Tom Riordan, Maple Ridge Farms
Approximately 25%t of our business comes from company store programs. A few do over $250,000 with us annually. A distributor who has the company store program for one of the largest banks in the country shared with us, “Maple Ridge products account for over 30% of the company store sales in the fourth quarter.” Wow!